Meatless range: created by scientists and foodies to encourage more sustainable consumption (Image: Supplied)
Part of the meat alternatives category, which is expanding 9.6 per cent a year in the UK, its mission is to create the taste, texture and experience of cooking meat and now it’s set to deliver a £20 million turnover this year. Following two years development of patent-pending processes based on blended pea protein powder, rice protein and carrot fibre, Meatless has gone from start-up in 2018 to a challenger brand taking on the industry’s billion-dollar US behemoths.
We are appealing to people who eat meat and we want to make going meat-free accessible, not just a privileged choice
Meatless Farm Co founder Morten Toft Bech
While the custom of vegans and vegetarians can never be taken for granted, it is the UK’s 22 million flexitarians, health and carbon footprint watchers of all ages varying between meat and plant-based meals, that are Meatless’s biggest target.
Latest tracker figures suggest since Covid-19 a third of consumers are looking to buy more green and sustainable products.
“This is no longer a quirky niche. But we are appealing to people who eat meat and this differentiates us,” says founder Morten Toft Bech, a financial IT expert whose family found a lack of meat-free options as they reduced their meat intake and became more conscious of environmental concerns.
“It struck me that if we could recreate that taste and texture more sustainably people would make small changes,” he explains.
“When we started we were ahead of social shift that has now gone mainstream. People have progressively become more open about trying plant-based alternatives.
Plant-based protein: Meatless founder Morten Toft Bech and pea (Image: Supplied)
“We aren’t against meat. We take a humbler approach, however intensively farmed meat and the way we consume isn’t